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SI's Biggest Promo Push

Feb. 11 2009, Published 12:25 p.m. ET

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As if cover girl Bar Refaeli isn't an attention grabber, Sports Illustrated is pulling out all the stops to create buzz on this year's "Swimsuit Issue".

"It's really about taking this content we've created in the magazine and leveraging it through new channels," says "SI" president Mark Ford.

The TimeWarner owned mag has struck a deal to create YouTube videos of this year's swimsuit models lounging in the Canary Islands and in Italy.

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A customized Southwest Airlines jet with an image of cover model Bar will fly VIP's to Las Vegas. Once in Vegas, stunt drivers sponsored by Nissan Motor will race cars by the Luxor hotel -- with swimsuit models riding shotgun.

The week-long SI celebration begins this Friday in Vegas with a concert by R&B singer John Legend at LAX nightclub.

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